vigyaapan

vigyaapan hi vigyaapan (times square)

kisi utpaad athva seva ko bechne athva pravartit karne ke uddeshya se kiya jaane wala janasanchaar vigyaapan (Advertising) kahalaata hai. vigyaapan vikraya kala ka ek niyantrit janasanchaar maadhyam hai jiske dvaara upabhokta ko drushya evam shravya soochana is uddeshya se pradaan ki jaati hai ki vah vijnyaaapanakarta ki ichha se vichaar sahamati, kaarya athva vyavahaar karne lage.

audyogikeekaran aaj vikaas ka paryaaya ban gaya hai. utpaadan badhne ke kaaran yeh aavashyak ho gaya hai ki utpaadit vastuaaein ko upabhokta tak pahuainchaaya hi naheen jaaya balki use us vastu ki jaankaari ki di jaaya. vastut: manushya ko jin vastuaaein ki aavashyakta hoti hai va unhein talaash hi leta iske theek vipreet use jiski jararat naheen hoti vah uske baare mein sunakar apna samay ॰akharaab naheen karna chaahata. is arth mein vigyaapan vastuaaein ko aise logon tak pahuainchaane ka kaarya karta hai jo yeh maan chuke hote hai ki un vastuaaein ki use koi jararat naheen hai. aashay yeh ki utpaadit vastu ko lokapriya banaane tatha usaki aavashyakta mahasoos karaane ka kaarya vigyaapan karta hai.

vigyaapan apne chhote se sanrachana mein bahut kuchh samaaye hote hai. vah bahut kam bolakar bhi bahut kuchh kah jaate hai. aaj vigyaapan hamaare jeevan ka aham hissa ban chuka hai. subah aankh khulate hi chai ki chuski ke saath akhbaar mein sabse pehle drushti vigyaapan par hi jaati hai. ghar ke baahar pair rakhate hi ham vigyaapan ki duniya mein ghir jaate hai. chai ki dukaan se lekar vaahanon aur divaaron tak har jagah vigyaapan hi vigyaapan dikhaai dete hain.

kisi bhi tathya ko yadi baar-baar lagaataar doharaaya jaaye to vah satya prateet hone lagta hai - yeh vichaar hi vijnyaaapanon ka aadhaarbhoot tatv hai. vigyaapan jaankaari bhi pradaan karte hai. udaaharan ke liye koi bhi vastu jab baajaar mein aati hai, uske roop-rang- saranchana va gun ki jaankaari vijnyaaapanon ke maadhyam se hi milti hai. jiske kaaran hi upabhokta ko sahi aur galat ki pehchaan hoti hai. isliye vigyaapan hamaare liye jaroori hai.

jahaaain tak upabhokta vastuon ka savaal hai, vijnyaaapanon ka mool uddeshya graahako ke avachetan man par chhaap chhod jaata hai aur vigyaapan ismein safal bhi hote hai. yeh 'kaheen pe nigaahein, kahi pe nishaana' ka sa andaaj hai.

vigyaapan sandesh aamtaur par praayojakon dvaara bhugataan kiya hai aur vibhinn maadhyamon ke dvaara dekha jaata hai jaise samaachaar patra, patrikaaon, TV vigyaapan, radio vigyaapan, aautador vigyaapan, blaag ya vebsaait aadi. vaanijyik vijnyaaapanadaata aksar upabhoktaaon ke man mein kuchh gunon ke saath ek utpaad ka naam ya chhavi jod jaate hain jise ham "braandig" kehte hai. braandig utpaad ya seva ki bikri badhaane mein ek pramukh bhoomika nibhaata hai. gair-vaanijyik vijnyaaapanon ka upayog raajaneetik dal, hit samooh, dhaarmik sangathan aur sarkaari ejeinsiyaaain karateen hain.

2015 mein poore vishv mein vigyaapan par koi 529 billion ameriki dollar kharch kiye jaane ka anumaan hai. [1]

anukram

arth evam paribhaasha

'vigyaapan' shabd 'vi' aur 'gyaapan' se milkar bana hai. 'vi' ka aabhipraaya 'vishisht' tatha 'gyaapan' ka aabhipraaya soochana se hai. at: vigyaapan ka arth 'vishisht soochana' se hai. aadhunik samaaj mein 'vigyaapan' vyaapaar ko badhaane vaale maadhyam ke roop me jaana jaata hai.

William velabekar
vigyaapan soochanaaeain prachaarit karne ka yeh saadhan hai jo ki kisi vyaapaarik kendra athva sanstha dvaara bhugataan praapt tatha hastaaksharit hota hai aur is sambhaavana ko viksit karne ki ichha rakhata hai ki jinke paas yeh soochana pahuainchegi ve vijnyaaapanadaata ki ichhaanusaar saacheinge athva vyavahaar kareinge.
the new enasaaiklaapeediya britaanikaa:
vigyaapan sampreshan ka yeh prakaar hai jo ki utpaadak athva kaarya ko unnat karne, janamat ko prabhaavit karne, raajanaitik sahayog praapt karne, ek vishisht kaaran ko aage badhaane athva vijnyaaapanadaata dvaara kuchh ichhit pratikriyaaaaein ko prakaashit karne ka uddeshya rakhata hai.'
bruhat hindi kosh:
vigyaapan ke paryaayavaachi ke roop mein samajhna soochana dena, ishtahaar, nivedan karna aadi shabd diye gaye hai.

vigyaapan ke kaarya

vigyaapan ke nimnalikhit kaarya hain: -

  • 1. naveen vastuaaein aur sevaaaaein ki soochana dena.
  • 2. kisi vastu ki upayogita evam shreshthata bataate hue usaki or logon ka dhyaan aakarshit karna.
  • 3. upabhoktaaaaeinmein vastu ke prati rachi tatha vishvaas utpann karna.
  • 4. upabhoktaaaaein ki smruti ko prabhaavit karna.
  • 5. vishesh chhoot aadi ki jaankaari dete hue upabhokta-maaaing mein vrudhdi karna.
  • 6. vastu ko sveekaar karne apnaane or use khareedne ki prerana dena.

vigyaapan ke prakaar

tamaam aalochanaaaaein ke hote hue bhi vigyaapan hamaare jeevan star ko sudhaaranein tatha utpaadan badhaane ka prabhaavi maadhyam hai. aaj ham vigyaapan yug ke seemaant par aa khade hue hai. vigyaapan ko utpaadit vastu bechne athva prachaarit karne ki kala ka seemit uddeshya na maankar janachetanaayukt kalaatmak vigyaapan ko bhi praathamikta deni chaahiye.

vartamaan samay mein vigyaapan ke koi rap hamaare saamane aate hai. inko nimnalikhit prakaaro mein rakha ja sakta hai.

anuneya vigyaapan (Persuasive)

vigyaapan maadhyam se janta athva upabhokta tak pahunchane unhe apni or aakarshit karne, rijhaane, utpaad ki pratishtha tatha uske moolya ko sthaapit kiya jaata hai. is prakaar ke vigyaapan nirmaata tab prasaarit karta hai, jab usaka uddeshya graahakon ke man mein apni vastu ka naam sthaapit karna hota hai aur yeh aasha ki jaati hai ki graahak use khareedega. vigyaapan vibhinn maadhyamon ke aadhaar par vishisht upabhoktaaaaein ko apne uddeshya ke liye manaane ki ichha rakhate hai.

soochanaaprad vigyaapan

is prakaar ka vigyaapan soochanaaaaein ko prasaarit karne ki evam vyaapaarik aabhivyakti ke rup mein saamane aata hai. saath hi in vijnyaaapanon ka uddadeshya jan-saadhaaran ko shikshit karna, jeevanastar uncha karna, saanskrutik bauddhi tatha aadhyaatmik unnati karne ka bhaav nihit hota hai. saamudaayik vikaas sudhaar, antaraatreeya sadbhaav, vanya praani raksha, yaataayaat suraksha aadi kshetron mein jan-saadhaaran ki bhalaai ke uddeshya se soochana pradaan kar jaagarakata utpann karta hai.

saansthaanik vigyaapan

saansthaanik vigyaapan vyaavasaayik sansthaanon dvaara prakaashit va prachaarit karaaye jaate hai. graahakon mein vishvaas aarjit karne ke liye is prakaar ke vigyaapan kiye jaate hai. sansthaaon ke roop mein bade-bade udyog samooh antaraashtreeya athva raashtreeya star ki kanpaniyaaain aadi vigyaapan prastut kar raashtrahit sanbandhi janamat nirmaan karti hai. vigyaapan ki vishay-vastu nitaant jan-kalyaan se sambandhit hoti hai. kintu ismein sv-vigyaapan bhi nihit hota hai.

audyogik vigyaapan

audyogik vigyaapan kachcha maal, upakaran aadi ki kraya mein vruddhi ke uddeshya se kiya jaata hai, is prakaar ke vigyaapan pramukh roop se audyogik prakriyaaaaein mein pramukhata se prakaashit kiye jaate hai, is prakaar ke vijnyaaapanon ka pramukh uddeshya saamaanya vyakti ko aakarshit karna naheen hota hai varana audyogik kshetr se sambandhit vyaktiyon, pratishthaanon tatha nirmaataaaaein ko apni or aakrusht karna hota hai.

vitteeya vigyaapan

vitteeya vigyaapan pramukh rap se arth se sambandhit hota hai, vibhinn companiyon dvaara apne shear khareedne ka vigyaapan upabhoktaaaaein ko nivesh ke liye protsaahit karne sambandhit vigyaapan isi shreni mein aate hai, kabhi-kabhi company apni aay vyaya sambandhit vivran dene ki apni aarthik sthiti ki sudrudhata ko bhi vijnyaaapit karti hai.

vargeekrut vigyaapan

is prakaar ke vigyaapan atyaadhik sankshipt sajjaaheen evam kam vyayakaari hote hain. shok samvedna, jyotish vivaah, badhaai, kraya-vikraya, aavashyakta, naukri, var-vadhoo aadi se sambandhit is prakaar ke vigyaapan samaachaar patra mein prakaashit hote hain.

anya vigyaapan

ukt prakaar ke vijnyaaapanon ke aatirikt kuchh anya prakaar ke vigyaapan bhi drushtigt hote hai.

  • (a) sammaanak vigyaapan (Prestige Advertisment): lokamat athva janamat taiyaar karne ke uddeshya se chunaapoorn ghoshanaapatr vijnyaaapit kiya jaata hai jise sammaanak vigyaapan ki shreni mein rakha jaata hai.
  • (aa) smaarika vigyaapan (Sovenier Advertisment) : kisi saanskrutik kaaryakram samaajasevi sanstha aadi dvaara aayojit kaaryakram ke antargat smaarika ka prakaashan kiya jaata hai jismein saamaanya roop se aadhik sahaayata ke roop mein vigyaapan prakaashit kiye jaate hain. sanstha ka parichay, sanstha ke pramukh kaaryakram, sanstha ke padaadhikaariyon ka vivran aadi ke saath in vijnyaaapanon ko bhi prakaashit kiya jaata hai.

maadhyam ke anusaar vargeekaran

vigyaapan ke maadhyam ke anusaar vaanijyik vigyaapan, media bhitichitr, hording, sadak furniture ghataki, murdit aur raik card, radio, cinema aur television screen, shaiping kaart, web, bas staap, bench aadi ka shaamil kar sakte hai.

television vigyaapan

ek taaja adhyayan bataata hai ki sabhi vijnyaaapanon mein abhi bhi television vigyaapan sabse prabhaavi vigyaapan ka tareeka hai. is vaakya ka saabhit ham dekh sakte hai jab lokapriya ghatnaaon ke dauraan television channelon vaanijyik samay ke liye uchch keematon chaarj karte hai. sanyukt raajya America mein vaarshak "soopar baaul" football khel television par sabse pramukh vigyaapan ghatna ke roop mein jaana jaata hai.

radio vigyaapan

radio vijnyaaapanon ka prasaarit traansameetar evam enteena naamak yanntron dvaara kiya jaata hai. eyarataaim vijnyaaapanon ke prasaaran ke liye videshi mudra mein ek station ya network se khareeda jaata hai. "aarbitraan" naamak sansthaan ke anusaar America ke 93% janasankhya radio ka istemaal karti hai.

online vigyaapan

online vigyaapan graahakon ko aakarshit karne ke liye Internet aur world wide web ka upayog karte hai. online vigyaapan ek vigyaapan sarvar dvaara vitrit ka udaaharan, khoj engine parinaam prashthon par dikhaai dete hain.

chhaap vigyaapan

jo vigyaapan samaachaar patron, patrika, vyaapaar patrika mein prakaashit kiya jaata hai, use ham chhaap vigyaapan kehte hain. chhaap vigyaapan ka pehla prapatr vargeekrut vigyaapan hai. chhaap vigyaapan ka doosra prapatr pradarshan vigyaapan hai. pradarshan vigyaapan mein ek bada vigyaapan mein ek bada vigyaapan ko akhbaar ka ek lekh ka roop diya jaata hai.

bilbord vigyaapan

bilbord bade board hain jinka upayog saarvajanik sthaanon kiya jaata hai. praay: bilbord mukhya sadakon ke kinaare lagaaye jaate hain.

dukaan mein vigyaapan

jo vigyaapan dukaanon ke andar sthaapit kiya jaata hai use ham dukaan mein vigyaapan ya "in store" vigyaapan kehte hai.

havaai vigyaapan

vimaan, havaai gubbaara dvaara prakaashit kiye vijnyaaapanon ko ham havaai vigyaapan kehte hain.

vigyaapan ke gun

vigyaapan utpaad vastu ke prati logon ka dhyaan aakarshit karne ka kaarya karte hain. ek achhe vigyaapan mein nimnalikhit gun/visheshataaeain honi chaahiye: -

vigyaapan mein dhyaan aakarshit karne ki kshamata ho

kisi bhi vigyaapan ki sabse badi visheshata yeh hoti hai ki vah logon ka (vishesh roop se jinse usaka sanbandh ho) dhyaan aakarshit kare. vigyaapan ki prastuti, bhaasha aur sthaan aisa hona chaahiye jisse logon ki drushti us par avashya pade. aisa na hone par vah apne uddeshya mein safal naheen ho paaega.

Abhinav evam maulik saaj-sajja

patra-patrikaaaaein mein prakaashit vigyaapan hon athva hording aadi ke maadhyam se prastut, usaki saaj-sajja itni maulik honi chaahiye ki vah apni or logon ki drushti apne-aap kheench le. saamaanya se alag kuchh vishesh aakarshan hona vigyaapan ki shartan hai.

vijnyaaapit vastu ki mukhya visheshata par bal ho

jis utpaad athva vastu ko vijnyaaapit kiya ja raha hai usaki mukhya visheshata vigyaapan mein honi chaahiye jisse logon mein uske prati dhaarana sthaapit karanein mein rukaavat na paida ho. mukhya baatein ya kendriya bindu ko aadhaar banaakar vigyaapan aadhik tarkasangat tatha prabhaavi banaaya ja sakta hai.

vigyaapan mein subodhata ho

vigyaapan banaane waali agency ko chaahiye ki vah aisa vigyaapan taiyaar kare jo padhe-likhe tatha anapadh, shahari tatha gaaainv, sabhi ke liye subodh ho. jis vigyaapan ko samajhne mein darshak ko dimaag lagaana padega uske prati vah judaav mahasoos naheen kar paaega. aisi sthiti mein jab log use samajh hi naheen paaeainge, utpaad ko upayog mein laane ki or kadam kaise badhaaaieinge?

tathyon ki tarkapoorn prastuti

vijnyaaapanadaata ko chaahiye ki vah jis utpaad ko vijnyaaapit karna chaahata hai usase jude tamaam tathyon ko kramavaar prastut kare. vastut: vigyaapan ko banaane ki aavashyakta hi isliye mahasoos ki gayi ki jise jarurat na ho vah bhi uske prati aakarshit ho. tathyon ki tarkapoorn prastuti se log vigyaapan ke prati khulaapan mahasoos karte hain.

gatisheelata

vigyaapan mein yeh gun hona chaahiye ki vah sthir hote hue bhi dekhne athva padhne vaale ki soch ko gati pradaan kare. iske liye usamein gatyaatmak sanket hone aavashyak hain, jisse vigyaapan jahaaain samaapt ho, dekhne wala uske aage ko sochakar uske upayog ke liye apna man banaae.

sheershak aakarshak ho

vigyaapan ka sheershak aakarshak hona chaahiye. vaise chitraatmak vigyaapan ke liye sheershak ki aavashyakta kam hoti hai fir bhi jahaaain aavashyakta ho sheershak dene se parahej naheen karna chaahiye. udaaharanaskarap 'atulya Bhaarat' aadi. isse vigyaapan ke vishay ka gyaan ho jaata hai.

ruchikr tatha manohaari

vigyaapan ke maadhyam se kam se kam samay mein utpaad ki jaankaari di jaati hai. logon ke vyast samay mein se ek kshan churaakar vigyaapan ko unke saamane pradarshit kiya jaata hai. aise mein vigyaapan yadi ruchikr naheen hoga to apne anya kaamon mein laga hua vyakti usaki or dhyaan naheen de paaega. isliye yeh aavashyak hai ki utpaad ka upayog karne vaalon tatha vigyaapan dekhne vaale donon ki ruchi ka khyaal rakha jaaya.

vigyaapan ka mahatva

aaj takaneeki vikaas ne poore vishv ke logon ko ek-doosare ke najadeek la diya hai. dooriyon ka koi matlab naheen rah gaya hai. in sab kaaranon ne manushya ko aur aadhik mahatvaakaankshi bana diya hai. vartamaan samay ke baajaar pradhaan samaaj mein upabhoktaavaadi sanskruti ka bolabaala badh raha hai. aise mein upabhokta, samaaj aur utpaadan ke beech sanbandh sthaapit karne ka kaarya vigyaapan kar raha hai. utpaadak ke laabh se upabhokta ki ichhaaaaein ki poorti tatha utpaadit vastu ke upayog ka maarg prashast karne ka kaarya vigyaapan ko pehchaan pradaan karta hai. aise mein vigyaapan ka mahatva sarvasiddh hai. vigyaapan ke mahatva ko rekhaankit karte hue britene ke poorv pradhaanamantri William gledaston ne kabhi kaha tha - vyavasaaya mein vigyaapan ka vahi mahatva hai jo udyogakshetr mein baashpashakti ke aavishkaar ka. vistan charchil ne iski aarthik upayogita ke mahatva ko pratipaalit karte hue kaha tha - takasaal ke aatirikt koi bhi bina vigyaapan ke mudra ka utpaadan naheen kar sakta.

vigyaapan ke mahatva ko ham nimnalikhit rap mein prastut kar sakte hai-

utpaadit vastu ki jaankaari

udyogon ke maadhyam se nayi-nayi vastuaaein ka utpaadan hota hai or vigyaapan se in naveen utpadon ki jaankaari di jaati hai. saamaanya rap se upabhokta athva janta paaranpaarik rap se jis vastu ka upayog karti aayi hai use chhodkar nayi vastu ke prati usamein sandeh bana rahata hai. vigyaapan ke maadhyam se upabhokta mein utpaadit nayi vastu ke prati ruchi paida ki jaati hai. keval vastu hi naheen, utpaadanakarta, vastu ki upayogita tatha uske gunon ki jaankaari dene ka kaaryabhi vigyaapan karta hai. is tarah upabhokta ke paas ek jaisi vastuaaein ki tulana, unke moolyon ka antar aadi ka vikalp vigyaapan ke maadhyam se upalabdh hota hai aur vah apni suvidha se apne upayog ki vastu ka chayan kar use khareedata hai.

vikreta ka laabh

vigyaapan se keval upabhokta ka hi laabh naheen praapt hota balki use bechne vaale dukaanadaar arthaat vikreta ko bhi laabh praapt hota hai. vigyaapan vikreta kaam itna aasaan kar deta hai ki use nayi vastu ke baare mein upabhoktaaaaein ko baar-baar bataana naheen padata hai. sachchaai to yeh hai ki vigyaapan vastu ke saath hi saath vah kahaaain-kahaaain upalabdh hai, iski jaankaari muhaiya karaata hai. at: vigyaapan se upabhokta tatha vikreta donon ko laabh milta hai.

baajaar ka nirmaan

vigyaapan ke maadhyam se nayi vastuaaein ke utpaadan tatha usaki upayogita ki jaankaari di jaati hai jisse upabhoktaaaaein ka dhyaan us vastu ke istemaal ki or kendrit hota hai. is prakaar vigyaapan baajaar ka nirmaan karta hai. aaj ham dekhte hai ki kal tak jahaaain pahuainchana durgam maana jaata tha vahaaain bhi logon ki bheed pahuainch gayi hai. log apne rahane ke sthaan par hi baajaar banaate rahe hain. pehle log kisi vishesh din samay nikaalkar baajaar jaate the, ab baajaar swayam unke paas aa gaya hai. yeh sab vigyaapan ke kaaran hi sambhav ho paaya hai.

raashtrahit

vigyaapan ka yogadaan raashtraseva ke liye bhi kam naheen hai. utpaadan ke prati logon ko jaagarak banaakar vigyaapan desh ki arthavyavastha ke vikaas mein vishesh sahayog pradaan karta hai. itna hi naheen raashtreeya suraksha ke maamalon, antararaatreeya samjhauton aadi ko paaradarshi roop mein prastut kar vijnyaaapanon ne poore vaishvik paridrushya ke hit ka kaarya kiya hai. aarthik, saamaajik, raajanaitik, aitihaasik muddon ke vijnyaaapanon ke dvaara kisi bhi desh ke vichaaron usaki sanskruti tatha vikaasaatmak sthiti ko prastut kar unke kalyaanakaari kaaryo ko janta ke beech le jaana bhi raashtrapati ka kaarya hai.

manoranjan ke liye upayogi

vigyaapan ki rang yojana, mahilaaaaein ke bhadkeele chitr, shabd yojana, ashleel chitron ka prayog, aakarshak shaili isse upabhoktaaaaein ka manoranjan bhi hota hai. filmon ke prachaar-prasaar mein vigyaapan ka atyaadhik prayog kiya jaata hai. film manoranjan ka sabse bada maadhyam hai.

jeevanastar ko ooaincha karne mein sahaayak

samaaj kalyaan sambandhi pratishthaanon ke vijnyaaapanon ka ek maatr dhyeya janta mein vivekasheelata utpann karna, unako jeevanastar ko ooaincha karna, bauddhik tatha adhyaatmik vikaas karna aadi raha hai. mukhyat: vigyaapan ek maarg lakshya utpaad ke sandarbh mein vishvaas paida karna unhein lene ke liye majaboor karna, upabhoktaaaaein ke dilon dimaag par chhaap chhodna aadi se upabhokta vastuaaein ki khareedeekar sake. sarv shiksha aabhiyaan, naari sashaktikran aadi vijnyaaapanon dvaara log shiksha evam naari ke vikaas ko achhe dhang se samajh sakein hain.

vigyaapan aur hindi

vigyaapan ka kshetr poori tarah se vyaavasaayik hai. usaka kaarya tatha upayogita vyaavasaayik laabh se hi sanbandhit hai. hindi Bhaarat mein sabse jyaada logon dvaara boli tatha samajhne waali bhaasha hai. is arth mein vigyaapan ke maadhyam ke rap mein sabse mahatvapoorn hindi bhaasha hai. vigyaapan ke vishay athva utpaadit vastuaaein ke gun tatha usaki prastuti ke aadhaar par usaki aantarik evam baahi aavashyakataaaaein ke anurap bhaasha ki jarurat hoti hai. aaj hindi vigyaapan ki aavashyakta ke anuroop naya roop grahan kar rahi hai. vigyaapan ke anusaar hindi bhaasha me nit-naye prayog ho rahe hai.isse bhaasha ka vikaas ho raha hai aur hindi maatr pustakon ki bhaasha na hokar nae samay aur samaaj ki jeevant bhaasha banti ha rahi hai.

pratyek bhaasha ki apni bhaasha sanskruti hoti hai. usaki shabdaavali, vaakya rachana, muhaavare aadi vishesh hote hai. hindi ka bhi apna bhaasha sanskaar hai. vigyaapan ke vartamaan roop mein paaranpaarikta ke tyaag tatha aadhunikta ke sveekaar ki sthiti dekhi ja sakti hai. usamein keval utpaadak, utpaadit vastu aur upabhokta hi naheen aata, balki janasanchaar ke sabhi maadhyam aur yaataayat ke saadhan bhi aate hain, ye sabhi vigyaapan ke prasaar mein sahaayak hote hai.

hindi ke kriyaapadon ke prayog se vijnyaaapanon me aadhik kah dene ki kshamata paida hoti hai. bikaaoo hai, jararat hai, chaahate ho, aate hain, jaate hain, aaie jaise shabdon ke prayog se vijnyaaapanon ki arthavatta badhti hai. patra-patrikaaaaein jaise mudrit vijnyaaapanon mein prayog ki jaanevaali hindi-shabdaavali maadhyam ke parivartan ke saath badal jaati hai. rediyon mein jahaaain dhvanyaatmak shabdon ka mahatva hota hai vaheen telivijn tatha cinema mein drushyaatmak kriyaapadon ka prayog kiya jaata hai. udaaharan ke liye yadi mudrit roop mein thandhi ke dinon mein tvacha ko mulaayam rakhane ke liye 'boroleen lagaaie' jaisa vigyaapan chhapata hai to radio ke liye - 'thandhi ki khushki door kare boroleen' jaise shabd prayog kiye jaaeainge, lekin dooradarshan aur druk-shravya maadhyamon mein drushyaatmak padon jaise 'dekha aapne? jaana aapne ?' aadi shabdon ka prayog kiya jaata hai.

vigyaapan ki aalochna

vigyaapan ko aarthik vikaas ke liye dekha ja sakta hai, kai log vijnyaaapanon ke saamaajik lagat par bhi dhyaan dena chaahate hai. is aalochan ka pramukh udaaharan intaranet vigyaapan hai. intaranet vijnyaaapanon spem jaise roopon mein aakar computer ko kshati karte hai. vijnyaaapanon ko adhik aakarshak banaake, ek upabhokata ki ichhaaon ka shoshan karaata hai.

viniyman

janta ke hit ki raksha ke prayaason ka dhyaan dene ke liye vijnyaaapanon ka viniyman ki gaii hai. udaaharan: sveedish sarkaar 1991 mein telivishn par tanbaakoo vijnyaaapanon par pratibndh lagaaya gaya hai. America mein kaii samudaayon ka maanana hai ki aautador vigyaapan baahar sundarata ko nasht karte hai.

sanketikta:

upabhoktaaon aur baajaar ke beech darshaati sanketo aur prateekonn rojamarra ki vastooon mein inakod kiya gaya hai. vigyaapan mein kaii chhipa chinh aur brand naam ke bheetar ardh, logo, package design, print vigyaapan aur TV vigyaapan hai. adhyayan aur sandesh ki vyaakhya karne ke liye saanketikta ka upayog karte hai. logon aur vijnyaaapanon do staron par vyaakhya ki ja sakti hai: 1) satah ke star aur 2) antarnihit star

1) satah ke star ko apne utpaad ke liye ek chhavi ya vyaktitv banaane ke liye rachanaatmak sanket ka upayog karta hai. ye sanket chhaviyon, shabd, rang ya naari hi sakta hai.

2) antarnihit star chhipa arth se bana hai. chhaviyon ka sanyojan, shabd, rang aur naara darshakon ya upabhokata dvaara vyaakhya ki jaani chaaheeye. ling ke saanketika bahut mahattvapoorn hai. vipnan sanchaar ke do prakaar hote hai: udeshaya aur vyaktiprak.

vijnyaaapano mein, purushon svatantr rup mein pratinidhitv kiya jaata hai.

vigyaapan mein parivaar:

pareevaaron ka upayog vigyaapan mein ek pramukh prateek ban gaya hai aur munaafa badhaane ke liye vipnan abhiyaanon mein upayog kiya jaata hai.

vigyaapan mein parivaar ke sadasya

1) beevi- puraane jamaane mein ek beevi ka avataar sirf ek gharavaali ke roop mein dikh sakhati thi. aajkal, logon ke sochavichaar badal chuka hai, ek beevi ka upayog har jagah mein jaroori hai. ertel ke naii telivishn vigyaapan mein bivi ko company mein apne pati se bada sathaan nibha rahi hai.

2) pati- vijnyaaapanon mein ek pati ghar ke baahar kaam ke pradarshan aur parivaar ke vitt ka khyaal rakhane ke roop mein dikhaai deta hai.

3) maata-pita- itihaas ke dauraan maataaon ke bachchon ki praathamik shaareerik dekhabaal karne vaalon ke roop mein chitrit kiya gaya hai. shaareerik dekhabaal aise stanapaan aur badalate daayapar ke roop mein kaarya bhi shaamil hai.

vigyaapan rachana-prakriya

vigyaapan taiyaar karne se pehle udyami ke dimaag mein yeh baat spasht hoti hai ki usaka upabhokta kaun hai? aur apne vijnyaaapanon mein udyami /vigyaapan agency usi upabhokta samooh ko sambodhit karti hai. us samooh ki roochi, aadaton evam mahatvaakaankshaaon ko lakshya karke hi vigyaapan ki bhaasha, chitr evam akhbaar, patrikaaon, sampreshan maadhyamon ka chunaav kiya jaata hai. udaaharanaarth - yadi koi udyami mahilaaon ke liye koi vastu taiyaar karta hai to usaki shaili nimn baaton ke aadhaar par nirdhaarit hogi -

upabhokta samooh - mahilaaeain

aarthik - madhyam/ nimn/ uchch

shaikshik star - saadhaaran/ uchch

apni saloni tvacha ke liye main koi aisi- vaisi kreem istemaal naheen karti.

(ab ye pankti ati saadhaaran hai, parantu usamein kai chhipe arth nihit hai. apni saloni tvacha ke maadhyam se behtar dikhne ki mahatvaakaanksha ko ubhaara gaya hai, jabki aisi - vaisi shabd se bhaya utpann karta hai ki sasti kreem nishchaya hi tvacha ke liye haanikaarak hogi.)

yadi vastu ki khareedadaar madhyam shreni ki mahilaaen ho to vigyaapan fusafusaayega -

jiska tha aapko intajaar............ek kreem jo aapki tvacha ko kamaneeya banaaye...... aapke pati aapko dekhte rah jaayein.....................

(jiska aapko intajaar tha, yaani mahangi kreem aap chaahate hue bhi khareed naheen sakti hain, parantu ye kreem aapki pahanch mein hai.

ye khyaal mein rakhakar ki adhikaansh nimn madhyam varg ki mahilaaeain ghar mein hi simti hoti hain, pati ka ullekh bhi hai.

yadi upabhokta samooh nimn aarthik varg ka ho to vigyaapan kuchh yooain baat karega -

ye sasti aur shreshth hai, iseeliye to raadha, maaya, basanti bhi ise istemaal karti hai.

(log sansta maal chaahate hain, ghatiya maal kadaapi naheen. at: shreshth bataakar yeh prakat kiya gaya ki yeh aisi - vaisi naheen hai.

raadha-maaya- basanti ityaadi naamon ka ullekh yeh siddh karne ke liye kiya gaya hai ki is varg ke anya log bhi ise istemaal karte hai, yaani ki yeh ek apanaayi gayi evam sveekrut vastu hai.)

vijuals/ chitraankan

bhaasha evam shaili hi naheen, apitu vijuals ya chitraakann bhi vigyaapan ka mahatvapoorn ang hai. ye chitr, graafs ityaadi bhaasha ke prabhaav ko aur bhi prabalata pradaan karte hai. ye sab bhi upabhokta samooh ko maddenajar rakhakar hi taiyaar kiye jaate hai.

udaaharan svaroop yadi kaaainlej ke vidyaarthiyon ke liye koi vastu taiyaar ki gayi hai to chust- furt yuvak - yuvatiyon ka samooh vigyaapan mein darshaaya jaayega ya fir ek khoobsoorat yuvati ko nihaarate yuvak dikhaaye jaayeinge. .................. aur slogan dheeme se fusafusaayega aapko kaanon mein -

jisne bhi dekha.......................dekhta hi rah gaya.............

ek yuvak baaik par savaar use dekhkar .................mugdh navayauvanaaeain.

(vigyaapan ki kaapi kahegi............raajesh kaaainlej ka heera hai...............ab aur kuchh kaha naheen ja raha hai, parantu yeh sujhaaya ja raha hai ki baaik mahaavidyaalaya mein lokapriyta badhaati hai.)

ek masheeni cheeta tej raftaar se daudate hue aata hai. us par baitha vyakti usako niyantrit karta hai. cheeta ek baaik mein badal gaya..................

(jo sujhaav hai, ve is tarah hai............. cheeta raftaar ka prateek hai, yaani ye baaik tej raftaar se daud sakti hai. masheeni cheete ki jatilta us uchch takaneek ko pragat karti hai, jiske maadhyam se baaik taiyaar ki gayi. cheeta shaakti ka prateek hai........ at: yeh manushya ki paristhitiyon ko niyantrit karne ki ichha ko ubhaarata hai. sujhaav yeh hai ki ek shaktishaali baaik ko niyantrit karne wala yuvak apne pauroosh ko abhivyakt karta hai.)

ab aap samajh sakte hain ki bhaasha evam chitron ka yeh gathabandhan upabhoktaaon par kitna gahra asar daal sakane mein saksham hai. ye shrotaaon ke man mein dabi - chhupi ichhaaon ko ubhaarate hai. yahi kaaran hai ki upabhokta jab vastueain khareedata hai, tab vah sirf paiking mein lipta maal hi naheen khareedata, apitu apni prasupt ichhaaon ki poorti bhi karta hai.

koi mahila jab laks saabun khareedati hai, tab vah sirf snaan ke liye saabun naheen kraya karti hai, apitu film abhinetriyon ka sa- saundarya paane ki jo aakaanksha hai, usaki keemat bhi ada karti hai. (kraauneeng glori ki dimpal, sinthaal ke saath vinod khanna bhi inhi aakaankshaaon ko ubhaarane ka saadhan hai).

is tarah ek chhota sa vigyaapan bahut badi taakat apne aap mein chhipaaye hota hai. yeh ek lakshya ko nirdhaarit kar shuroo hota hai. aur chupake se apni baat kah jaata hai. vigyaapan ka mool uddeshya kisi vastu vishesh ko kraya karne ka sujhaav dena hai. vigyaapan kabhi sir par chot naheen karta, vah to hamaari peeth mein kohani maarta hai. vah bhaasha, shaili, dhvani, chitr, prakaash ke maadhyam se hamaare avachetan se batiyaata hai. vigyaapan sujhaav aise deta hai -

main sinthaal istemaal karta hooain. (kya aap karte hai?)

hamako binneej maaaingata (aapko kya maangata?)

fena hi lena.

jaldi keejiye.................sirf taareekh tak.

koi bhi chalega mat kahiye .........................maangiye.

vigyaapan baar-baar vastu ke naam ka ulalekh karta hai, jisse ki unka naam aapko yaad ho jaaye. jab aap dukaan par jaate hai to kuchh yooain hota hai............

aap kehte hai saabun deejiye........

dukaanadaar: kaun sa chaahiye, bahanaji?

bas yahi vakt hai, jab aapke avachetan mein pade vigyaapan apna khel khelte hain, ve kehte hai................koi bhi chalega mat kahiye ............. k kh g hi maangiye.

ya

main sinthaal istemaal karta hooain - vinod khanna

barso se film abhinetriyain laks istemaal karti hai.

jo vigyaapan aapki prasupt ichhaaon ko poora karta hai, vah baaji maar jaata hai.

sampreshan ki kala

yeh spasht hai ki vigyaapan prateekon ke maadhyam se apni baat kehta hai. vah kabhi haasya ke maadhyam se, kabhi laya ke maadhyam se, kabhi -kabhi bhaya utpann karke bhi apne lakshya ko praapt karne ka prayatn karta hai. vigyaapan ki kalaatmakata evam srujanaatmakata is baat mein nihit hai ki yeh paristhitiyon ko naye najariye se dekhne ki koshish karta hai.

jis tarah ek kavi bimbon ke maadhyam se apni bhaavanaaऒn ko abhivyakt karta hai. usi prakaar ek vigyaapan bhi pratikaatmak roop se maanaveeya ichhaaon, bhaavanaaon evam kaamanaaon ka sparsh karta hai.

fool saundarya aur prem ke prateek ban jaate hain (jaya saaboon) to doosari or hare rang ka shaitaan manushya ki ishrya ko vyakt karta hai (onida).

sochiye

  • kis varg ko vigyaapan sambodhit kar raha hai?
  • usaka bhaasha evam shaili kya hai?
  • kaun se shabd hain, jo sujhaav de rahe hain?
  • vigyaan ki chitr evam rang vyavastha kaisi hai?
  • ye chitr evam ragan kya abhivyakt karna chaahate hai?
  • dhvani, laya evam prakaash ki kalaatmakata evam unamein nihit arth ko grahan keejiyein.

is tarah aap vigyaapan ka andaaj samajhne lageinge. vigyaapan fir aapko bahaka naheen paayeinge, apitu apne aaspaas ke paridrushya evam maanav man ki aapki samajh bhi gahari hogi. vigyaapan sampreshan ki ek sampoorn kala hai.

sandarbh

inhein bhi dekhein

baahari kadiyaaain